A ChejuA Cheju ofof SHILLASHILLA- New Brand Identity Strategy -

1. Situation Analysis

2. Strategy for Brand Communication

3. Practical Tactics

Contents

Situation Analysis for

Brand Communication

Market Analysis

0

500000

1000000

1500000

2000000

2500000

'99 '00 '01 '02 '03

Domestic Tourist

0

20000

40000

60000

80000

100000

120000

140000

160000

'99 '00 '01 '02 '03

Foreign Tourist

Decreasing numbers of foreign tourists

Increasing numbers of domestic tourists

Different results corresponding from the

same causes- SARS - Epidemic disease- Threat of terror

NECESSITY TO FIND NEW MARKET

Source : KNTOSource : KNTO

International Conventionhosted in Korea

050

100150200250300350

91 92 93 94 95 96 97 98 99 '00 '01 '02

`

→ Constantly Increasing in numbers of convention held. Pie is getting bigger ?

→ Growing Domestic competition among COEX, BEXCO, EXCO, ICC

M/S of Convention Industry incheju

Convention Industry

→ Mainly concentrated in Seoul area.

→ Cheju accounts for 10.47% and ranks second.

→ Before the opening of ICC Cheju, Shilla took up the largest portion of M/S in Cheju

Other areas in Korea

Cheju

Market Analysis

Source : KNTO Source : KNTO

Enlarging the pie by co-hosting / co-relating with ICC.

Cheju : A place to be capable of hosting a big convention in beautiful environment with nature.

Threat to the major Position in convention hosting in Cheju? Opportunity to collaborate?vs

Opening of ICC Cheju ?

Market Analysis

Shanghai

Busan

Seoul

Tokyo

Target No.1 : Free Individual Traveler

Southeast Asians BOBOs 30-50

- Generally Favorable impression of Korea- upper- middle financial status

- Yuppie: Put high emphasis on both professional work and private life

Source : KNTO

Customer Analysis

When a FIT thinks of Cheju Island, they both typically perceive it as a scenic and unpolluted nature.

FITs’ Impression of Cheju Island

Source : 100 questionnaires(50 : Koreans, 50 : foreigners)

•Name : Catherine Zwang, (representing REST)•Female•Nationality : Taiwan•Age : 36•Occupation: Dentist

Brand contact audit : TV soap opera

interested in Korean Show businesses. prefers leisure rest rather than has a serious interest in her beauty. likes to play outdoor sports and activities, such as sightseeing and scuba diving, golfing

Customer Analysis

Typical Customer case #1

05

1015202530

Service Facility Price Safety Attractionof

Location

Primary aspect of selecting by

Convention OrganizersSafety ?

- Political safety - Free of environmental

hazards and diseases - Security support

Nowadays epidemic diseases and terror threaten the people, so safety is the most valued factor.

Cheju can provide

Safety

Target No.2 : Convention organizer

Customer Analysis

Source : Renaghan, Leo, Kay

Source : MICE 2003

Convention organizers values“Quality of staff and service”

the most!

Quality of Staff/Service

Cost of Accommodations

Quality of Catering

Cost of Airfare

Appeal of Destination

Availability of Activities

Technology in Guestrooms

Meeting Room Technology

Customer Analysis

Shilla can provide

Quality Service

Customer Analysis

Typical Customer case #2

• Name: Robert Allen. (representing Work) • Male• Nationality : United States• Age : 42• Occupation: running his own Public-relation firm• Highly disposable income• Came to Cheju once for business meeting.

Brand contact audit : Paper related to his job.

He already knew that Cheju is strategic place in east-Asia. Considered many determinants about location and facility. Choose the meeting place based on Knowledge from business and private life.

Positionof

Shilla

Work RestThe Field of WorkICC, job-related

facilities

The Field of RestPension, Tour Inn

Position of Shilla = The Shilla Cheju holds

both the concept of work and the concept of rest

Competitors in ChejuHyatt Regency, Lotte Cheju, KAL, ..

Competitor Analysis

Evaluation by Foreigners

0%20%40%60%80%

100%

Cheju Shilla Cheju Lotte HyattRegency

KAL

SatisfactionFacilityServiceRecognition

Competitor AnalysisRatio of Domestic Cognition,2003

610620630640650660670680

Shilla Lotte Shraton Hyatt Chosun (Source : KCBI)

(Source : F.G.I)

Shilla needs to improve its

brand awareness !!

No. 1 recognition in Domestic Market

Compared to Koreans, foreigners are not as much

familiar with Shilla.

- Hotel just for stopping by or stopover

- Convenient - flight-related

- Not suitable for the top-class taste

- Popular- Friendly (especially to Japanese tourists)

- Less related to the image of cheju

- Overestimated

- Hotel of Worldwide chain

- Specialized in Hotel Industry

Hyatt Regency

- Conservative- Old

- World’s best - Noble

Negative ImagePositive Image

Source : F.G.I

Shilla Cheju

Cheju Lotte

KAL

Competitor Analysis

Maintain Positive Images of

Shilla Cheju

Take Advantage of Negative Images of

Other Hotels+

Analysis : Conclusion

1. The recognition level of Shilla Cheju should be improved.

2. A clean image of Cheju will appeal to Convention organizers/ participants, FITs.

3. The Shilla Cheju will hold the concept of work AND rest.

Conclusion

012345

Current stauts Forward Status

Recognition Service Facility Satisfaction

clean enviromentand scenic viewMt. Halla

Pacific ocean

vacation

tropical climate

ETC

Strategy for

Brand Communication

Strategy for brand communication

0

5

10

15

20

Shilla Hyatt Lotte KAL

I nternationalityLocalitypopularityNobility

Source: F.G.I

Shilla Cheju Local background and potential

Chain Hotels Lack of Locality

The necessity of integrated image of Cheju and Shilla

Strategy for brand communication

Only Cheju Island in tourists’ mind

Take the edges of

Cheju to boost the

awareness !

A ChejuA Cheju ofof SHILLASHILLA

Q) How can we position ourselves? A) Building a new brand identity which represents Cheju.

Strategy for brand communication

There can be lots of ChejuChejuss people enjoy. But only the ChejuCheju you enjoy with SHILLA is the truly best for you.

Taking the image of Cheju’s clean image that attracts FIT & CO.

Reminding the customer of the brand “SHILLA”

when they perceive Cheju

Re-create the best of you

- Professional ability to progress the convention- Located only few min’s away from Cheju ICC- State-of-the-art technology available including wireless Internet access

Work and Rest

Strategy for brand communication

- Located in Natural environment - Beautiful scene of pacific ocean and Mt. Halla- PGA and LPGA approved and acclaimed Golf club - Guerlain Spa make you the best of you can be

RestWork

Practical Tactics for

Brand Communication

Build the Brand of Shilla

with Advertisement

Build the Brand of Shilla

With Support

Build the Brand of Shilla

WithCooperation

Build the Brand of Shilla

with Cultural Event

Build the Brand,

A Cheju of Shilla

Practical Tactics

Build the Brand of Shilla

with Advertisement

Build the Brand of Shilla

with Cultural Event

• Put out ads. on traveling magazines for countries in the Southeast Asia, on wedding magazines, or on luxury magazines.

•Experience Cheju’s traditions by listening to local music, riding horses,and picking fruits.

Practical Tactics

Build the Brand of Shilla

With Support

Build the Brand of Shilla

WithCooperation

•Active promotion and support to major travel agencies in targeted countries.

•Provide tourism or convention related schools with financial support. •Sponsor international convention organizations.

Practical Tactics

Practical Tactics

• Name : Amy Lynn

• Age : 22

• Nationality : United states

1st stage she received a scholarship in her second year sponsored by Shilla.

2nd stage She saw a advertisement of Shilla and had a desire to visit Cheju Island.

3th stage Agent strongly recommend Shilla for travel, it represent Cheju.

4th stage She experienced other cultural events which are provided by Shilla.

Are you satisfied with this?

Now,you can have every pleasure of Cheju in SHILLA.

A ChejuA Cheju ofof SHILLASHILLA

Practical Tactics - AD

Thank you